HOW TO: Get close to your customers by understanding their journey

B2B brands should look towards business intelligence and social media tools with a strategic focus to better engage with customers, says Carl Robertson, chief marketing officer, Colt

In order to succeed in these challenging economic times, B2B organisations need to evolve, not only to meet their customers’ needs today, but to help their customers stay innovative in the market tomorrow. Brands need to ensure the right changes are made at the right time to meet customers’ needs. This is especially important to those at the CxO level, who should be at the heart of the decision-making process. Many B2B organisations can no longer rely on simply selling products, instead they must evolve to become a trusted advisor, offering a service that is appropriate to customers at each stage of their journey. This is all well and good, but how can a company gain the necessary insights and supporting data to effectively engage with their business customer base, especially the all-important C-suite? And who is responsible for championing the customer and their needs within the business?